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Swimsuits Direct get their day in the sun with a sales boost of 112%

Project Overview

Role
Shopify Plus Migration
Technology
Klaviyo, Loox, Four Sixty, Celigo
Industry
Apparel
Located
Company size

Top line results

+112%
Total Sales
3%
Store Conversion Rate
+165%
New Store Orders

The Brand

Award-winning business Swimsuits Direct stocks swimsuits for all body types and tastes. 

Eye-catching beach and pool wear is the name of the game, with a product catalog boasting big name brands such as Anne Cole, Cole of California, and Lailani – a veritable who’s who of top swimsuit designers. 

After rapid growth, Swimsuits Direct realized that their current D2C eCommerce store was swimming against the tide. That’s why they came to us. 

Challenge

Approach

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1
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Coping with accelerated growth

Challange

Coping with accelerated growth

Approach

Swimsuits Direct was feeling the heat with patchy store performance, frequent crashes, and a lack of clear direction in terms of support. We audited their site to identify the issues at hand and create a strategy.

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2
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Driving up conversions

Challange

Driving up conversions

Approach

One of the main challenges was how to convert the high level of traffic into paying customers. We analyzed the UX and route to purchase, and devised a conversion rate optimization strategy.

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3
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To migrate or redesign?

Challange

To migrate or redesign?

Approach

Swimsuits Direct were torn between two choices – stick to a regular Magento migration or go for an entirely new theme designed by us. Fortunately for them, and their sales figures, they went for the second option.

Diving in at the deep end…

The stakes were high – Swimsuits Direct were counting on us to be the answer to their prayers. They needed an ecommerce store that felt familiar to existing customers, as well as enticing first-time visitors who normally snag their swimsuits elsewhere.

A cheeky plan was hatched. Let’s face it, Amazon is the brand to beat for any ecommerce store. Well, they certainly know a thing or two about UX anyways. And that’s not to mention how well their site is optimized for conversions..

That’s why we opted for an Amazon-inspired theme known as Empire. It also meant we could directly support Swimsuit Direct’s Magento-based product catalog, improve the UX with custom code, and add new apps and search filters.

Everything goes swimmingly

The sales figures speak for themselves, with storefront sales up by 112% and an increase of 165% on average order volume. 

The bounce rate also fell by 3.5%, which means more eyes on Swimsuit Direct’s products for longer. No more leaving in frustration at slow page loading or site outages.

And all of this was achieved in less than one month – planning, building, and launching the Shopify Plus store. Just imagine what we could do for your bottom line in a short space of time..

The Solution

We love a good challenge.

With the stakes raised, the team started looking for a Shopify answer to Swimsuits Direct’s problem. They needed something that would be instantly understandable to any of their customers. However, it also had to speak to first-time shoppers, people who typically snag their suits on other eCommerce stores.

Looking at the market, we came up with a bit of a cheeky idea.

As the market leader in online sales — not just swimsuits, but sales in general — Amazon is everyone’s brand to beat. They really understand the value of great UX, especially as it relates to ROI: make it easy to shop, and more people will.

To help Swimsuits Direct appeal to eCommerce shoppers that might typically get their ‘kinis from Amazon, we helped them source a Amazon-inspired theme, Empire. This would help us support their massive Magento-based product catalog, be dead simple to buy from, and would additionally allow us to:

  • Implement a range of new apps, including Klavivo, Loox, and Four Sixty.
  • Put new search filters into operation to help swimmers quickly find the swimsuits they need.
  • Revamp the user experience (UX) with custom code where needed, ensuring the store would be enjoyable to use, purchase from, and come to.
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At the same time, we took extra care to focus on the entirety of their funnel, helping them drive more traffic with an updated SEO strategy, more competitive store design/features, and ensuring they could quickly update the site in response to user feedback.

But perhaps more importantly, we worked hard to keep everyone working towards the number one goal— keep the store up, running, and selling swimsuits no matter how much traffic hits it. That was the original, number one issue the brand needed help with. Meaning that any suggestions from our creative team, engineers, or marketing folks would have to support this objective.

The team pulled a few all-nighters. The new store went live in just a month.

The Results

Doing swimmingly, thanks.

So how’s the store performing, now? Well, it’s been a few years since we worked together on the project, and we’re really proud of the numbers we’ve seen.

Since launch, the company’s sales have steadily increased. The latest reporting period, from 2020–2021, the new Shopify storefront increased sales by more than 112%, with a 165% increase to average order volume in that same time period.

We’re also happy to see the bounce rate has dropped by 3.5%. In other words, folks are sticking around longer, looking at the brand’s products, and not leaving in frustration due to slow performance or outages.

With Parkfield’s assistance, the Swimsuits Direct team was not only able to provide a better experience to their existing customers, but get it all done in record time. They went from frustrated, constantly fearing another site outage, to working from a proven, future-proof eCommerce solution in less than a month.

That’s what we do here. It’s what we love to do.

How can we help you knock your own migration out of the park? Let us know what problems you’re working to solve, and we’ll get our best people on it.

+112%
Total Sales
3%
Store Conversion Rate
+165%
New Store Orders
-3.5%
Bounce Rate

Testimonial

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